Anyone who has dyed their hair blonde or has naturally blonde hair will know the importance of using one of the best purple shampoos. Whether you've gone for a full head of blonde highlights or a subtle blonde balayage, we've all experienced our hair colour go a little yellow over time.
This is usually caused by the underlying pigment in your hair, but anything from hard water to sunlight exposure can make brassiness worse—and it tends to be a problem for warmer winter blondes, too. So, what can we do about it? I certainly don't want to have to go back to the salon every time this happens, but luckily there are some at-home treatments that can help. One of the most popular and effective treatments is a purple shampoo.
If you didn't know, these clever shampoos can help eliminate brassiness and bring your blonde hair back to life. The only problem? There are so many purple shampoos out there that it can be hard to know what to go for. If you're stuck on which one to get, then you've come to the right place, as plenty of us on team Who What Wear UK have blonde hair, and we have all spent years testing out some of the best purple shampoos on the market. If you're keen to know which ones we recommend, then keep on scrolling.
What is Purple Shampoo?
Before getting into the best products to shop, I decided to reach out to an expert to find out more about purple shampoo. I spoke to Tom Smith, top hairstylist and Olaplex ambassador, who answered all of my burning questions. First on the list, what is purple shampoo?
"Purple shampoo is a shampoo formulated to cleanse and reset your hair while neutralising yellow and brassy tones," says Smith. The purple formula essentially "cancels out" yellow tones and transforms them into creamy, ashy blonde hues.
How Does Purple Shampoo Work?
So, how does this shampoo actually manage to do this? "It is achieved through the clever deposit of translucent violet pigments which create a filter on the hair, making yellowness less visible to the eye," says Smith. "Some purple shampoos (such as Olaplex’s No.4P) also contain a unique and patented reparative ingredient designed to support and help repair the vital bonds of the hair."
We all know that bleaching your hair can cause dry and damaged ends, so I always recommend looking out for a purple shampoo that has been designed to nourish and repair the hair. Typically, purple shampoos can be more drying than other traditional shampoos, so be sure to look for hydrating formulas if dry hair is a concern.
How Do You Use Purple Shampoo?
When it comes to using a purple shampoo, it's important to follow the instructions, as you don't want to end up with purple tones in your hair. I always leave it on for the recommended time on the bottle, but how often you use it can depend.
"The harder your struggle against yellow or warm tones, the more frequently you can use a purple shampoo," says Smith. "Many purple shampoos can feel drying on the hair and so opting for a science-led, sophisticated formula will ensure your hair is nourished as well as toned."
I would recommend using a purple shampoo once a week and seeing how you get on. "If you wish for cooler hair, use more frequently. Or, if you feel like your hair is becoming dull over time, use a little less as this could mean you are toning it too much," explains Smith.
If you have curly, coily or knot-prone hair that benefits from a really moisturising shampoo formula, it's worth noting that you might not easily find a genuinely effective purple shampoo formula that also provides ample nourishment—so you might better benefits from purple toning drops instead (but we've got more on that below).
What Hair Colours Can Benefit From Purple Shampoo?
As mentioned above, purple shampoo works best on blonde hair. "Blondes who prefer neutral or icy cool tones [can benefit from a purple shampoo], says Smith. He also tells me that anyone with natural or coloured grey hair may also want to incorporate a purple shampoo into their routine.
If you have brunette hair and find that it can go orange or red over time, I recommend using a blue shampoo to help neutralise these tones and keep your colour as cool as possible.
How We Tested the Best Purple Shampoo
If you're wondering how I decided on what purple shampoos deserved a place in our edit of the very best, I enlisted the help of two fellow Who What Wear UK editors. As someone with blonde balayage, I have used purple shampoo for years now. Our beauty director, Shannon Lawlor, recently went for blonde highlights so has also been busy putting the best purple shampoos to the test, while our deputy editor Maxine Eggenberger has been blonde for a while now so definitely knows a thing or two when it comes to choosing the right product.
Check out all of our recommendations below.
We've been putting the best purple shampoos to the test on a range of different blonde tones.
The Best Purple Shampoos, Recommend by Editors
- Best hydrating purple shampoo: Olaplex No.4P
- Best purple shampoo for prolonged results: Davines Heart of Glass
- Best purple shampoo for everyday use: Philip Kingsley Pure Blonde/Silver Brightening Daily Shampoo
- Best scented purple shampoo: Pureology Strength Cure Blonde Shampoo
- Best purple shampoo for icy blonde hair: Redken Color Extend Blondage Shampoo
1. Olaplex No.4P Blonde Enhancer Toning Shampoo
Why We Love It: It contains Olaplex's bond building technology
How to Use: Apply to wet hair, lather and leave on for one to three minutes
Sulfate free: Yes
First up is the Olaplex 4P shampoo. I am personally a big fan of this one as it doesn't leave your hair feeling dry or stripped after using. It's suitable for balayage, all-over colour and natural blonde hair, and works to neutralise brassy tones while brightening the hair in one go. Not only that, but this shampoo also contains the brand's bond-building technology to help with dry, brittle ends. As someone who battles hair breakage (thank you, bleach) this is always my chosen formula.
The brand advise leaving it on for one to three minutes, but if you require more toning then they say you can leave it on for up to five minutes. I've personally never left it on for this long as I find that three minutes usually does the trick
For
- Hydrating formula
- Neutralises brassy tones and brightens hair
- Easy to use
Against
- A little more expensive
- Has quite a strong scent
2. Davines Heart of Glass Silkening Shampoo
Why We Love It: Leaves your hair feeling silky soft
How to Use: Massage into scalp and hair before rinsing thoroughly
Sulfate free: Yes
"Davines Heart of Glass Silkening Shampoo has garnered widespread acclaim for its exceptional performance on blonde hair," says Eggenberger. "Before I bought it, I read review after review consistently praising its ability to neutralise brassiness, thanks to the natural purple pigment derived from Jagua fruit extract. As someone who has never found a shampoo they love enough to remain loyal to, my interest was piqued. I have a golden blonde hair colour which I add creamy babylights too, but it never takes long for my naturally warm undertone to undo the four hours of ardent work, courtesy of my stylist.
"This shampoo changed all that. Unlike many other purple shampoos I’ve tried, this formula is gentle and makes my hair feel smooth, even before I get to the conditioning stage of my shower routine. It lathers in the way you’d expect from a luxury shampoo and is incredibly easy to rinse out, eliminating the risk of unsightly lilac streaks. It also doesn’t smell chemically—another attribute that sets it apart from its purple shampoo counterparts—and genuinely leaves my hair feeling softer than it ever has. The results last too; my hair looks brighter and creamier for longer—so much so, I’m pretty sure my hairdresser thought I was ghosting her. I get a full two and a half days out of each wash (it’s nourishing enough to use every time you wash your hair) and a little goes a long way, so although it’s more expensive than anything you could pick up on your weekly shop, it feels like it goes the distance."
For
- Leaves hair feeling super soft
- Doesn't have a strong chemical smell
- Easy to rinse out
- Can use everytime you wash your hair
Against
- A little more expensive
3. Beauty Pie WonderBlonde Violet Toning Elixir Brightening Shampoo
Price shown is members' price.
Why We Love It: A more affordable option
How to Use: Leave on for two to three minutes
Sulfate free: Yes
Beauty Pie's hair care products are both efficacious and affordable. This WonderBlonde shampoo is a concentrated formula that works to brighten and hydrate blonde and silver hair. It features violet pigments to neutralise yellow tones, blueberry extract to add shine and sodium PCA to bind moisture. For £12, it really does tick all the boxes.
All you have to do is leave it on for two to three minutes before washing out and following with conditioner. Similar to Olaplex, the brand does say that you can leave it on for five minutes if you want an ashier tone, but I am yet to try this.
For
- More affordable
- Moisturising formula
- Only have to leave on for two to three minutes
Against
- Have to have a Beauty Pie membership in order to purchase at the discounted price
4. Redken Color Extend Blondage Shampoo
Why We Love It: Delivers a cool, icy tone
How to Use: Leave on for three to five minutes before rinsing
Sulfate free: No
This colour-correcting formula from Redken contains a Triple Acid Protein Complex, that works to nourish and strengthen the hair to protect from breakage.
"Call me stubborn, but I will never change my opinion on this shampoo—it is the single best purple shampoo that has ever been formulated," says Lawlor. "If you like your blonde to be cool and icier in tone, one wash with this stuff is all it takes to deliver that cool-toned, casual, lived-in sort of seventies blonde that I strive for. It has a really deep-purple hue that gets rid of brassiness in a matter of seconds, and it doesn't leave my long, fine ends straw-like in the same way that so many others do. Nothing compares."
For
- Gives a cool-toned finish
- Nourishing formula
- Easy to use
Against
- Contains sulfates which may be a downside for some
- A little more expensive
5. L'Oréal Professionnel Paris Chroma Crème
Why We Love It: Gives customised results
How to Use: Leave on for two to five minutes depending on the desired finish
Sulfate free: No
As the name suggests, this shampoo features a creamy texture that cleanses hair while neutralising warm, brassy tones. What I love about it is that you can customise your finished result by leaving the shampoo on anywhere between two and five minutes. (I recommend five minutes for a super icy finish).
The brand advises using this in alternation with your regular shampoo, as using this all the time could effect the colour (and condition) of your hair.
For
- Can customise your results
- Creamy texture
Against
- Not as hydrating as other options
6. Kérastase Blond Absolu Bain Ultra Violet Shampoo
Why We Love It: Leaves your hair shiny
How to Use: Leave in for two to five minutes depending on the desired result
Sulfate free: Yes
Editors rave about this Kérastase purple shampoo, and for good reason. Not only does it work to colour-correct your blonde hair, but it's also designed to give salon-worthy shine. It contains hyaluronic acid and edelweiss flower that hydrate your ends while removing any excess dirt or oil. Normally when I use a shampoo that has been designed to remove dirt and oil, my hair can feel quite dry and stripped, but not with this.
Again, you can leave this on for two to five minutes depending on your desired result, making it totally customisable.
For
- Adds shine
- Neutralises brassy tones
- Hydrates and cleanses
Against
- A little more expensive
- Wouldn't advise using every single time you wash your hair
- Doesn't give super icy blonde results
7. Oribe Bright Blonde Shampoo
Why We Love It: Gently cleanses the hair
How to Use: Lather and then rinse
Sulfate free: Yes
This is definitely one of the most luxurious options in this roundup. Oribe's purple shampoo gets rid of brassy tones and leaves your blonde hair looking healthy and shiny thanks to violet pigments, reflective pearls and lemon and ginger root. What's really impressive is that it also contains Oribe's signature complex to defend hair from oxidative stress alongside UV protection to shield hair from the sun's rays (which can effect your blonde hair colour).
Coconut and corn-derived cleansers work to gently cleanse the hair, leaving your roots feeling clean and soft. That being said, because it gives more of a gentle cleanse, I like to alternate this with my usual shampoo to get my hair feeling squeaky clean.
For
- Looks chic
- Gently cleanses the hair
- Adds shine
- Protects hair from UV rays
Against
- Much more expensive
8. John Frieda Violet Crush Purple Shampoo
Why We Love It: An effective, affordable option
How to Use: Can be used as a normal shampoo or can leave on for two to three minutes for more dramatic results
Sulfate free: Yes
If you're looking for a much more affordable shampoo option, you can't go wrong with John Frieda. This shampoo gets rid of stubborn brassy tones in no time at all. It features crushed violet and blue pigments to get rid of both yellow and orange hues, so you know you can rely on it to keep your colour looking fresh.
You can either use this as a normal shampoo or leave it in the hair for two to three minutes for more dramatic results. The brand says you can also use it daily until your desired result is achieved, but I tend to reach for this once a week.
For
- Affordable
- Gets rid of yellow and orange hues
- Can use daily if you want
Against
- Not as hydrating as other options in this roundup
9. Pureology Strength Cure Blonde Shampoo
Why We Love It: Works to strengthen hair
How to Use: Massage into wet hair and rinse
Sulfate free: Yes
This blue-based formula helps to tone down both yellow and orange tones in blonde hair, leaving you feeling like you've just stepped out of the salon. But it doesn't stop there. This shampoo has also been designed to repair damaged hair thanks to plant-based proteins that strengthen your ends.
Oh, and the formula is scented with pear, rose and sandalwood, so your hair will smell like you've just stepped out of the salon—it basically doubles up as a great hair perfume.
For
- Smells good
- Strengthens hair
- Tones down yellow and orange tones
Against
- A little more expensive
10. Philip Kingsley Pure Blonde/Silver Brightening Daily Shampoo
Why We Love It: Stain-free formula and lavender fragrance
How to Use: Apply to wet hair and rinse and repeat if needed
Sulfate free: No
Philip Kingsley has designed a purple shampoo that is gentle enough to be used on your hair every single day. Because of this, the formula isn't as intense as some other options in this roundup, but it does help to remove brassy tones gradually thanks to violet pigments and optical brighteners. What I love about it is that it has a stain-free formula so you don't have to worry about your hands (or your shower) turning purple.
It's also infused with a lavender fragrance which makes a nice change, as a lot of purple shampoos can have quite a chemical scent.
For
- Stain-free formula
- Smells like lavender
- Gentle enough to use everyday
Against
- Removes brassy tones gradually rather than all at once
11. Bleach London Purple Reincarnation Shampoo
Why We Love It: Gentle enough to use everyday
How to Use: Massage into wet hair and rinse
Sulfate free: No
Bleach London is one of my go-to brands when it comes to caring for my coloured hair. This formula has been developed by professionals and is powered by bond-targeting technology to clean and nourish your hair after bleaching. Of course, it also works to neutralise brassy tones. No, it won't make your hair icy blonde, but it will get rid of any yellow hues.
It's gentle enough to use every single day if you want, but I still only reach for it once or twice a week.
For
- Can be used everyday
- Features bond-targeting technology
Against
- Not as powerful as other shampoos in this roundup
Can You Use Purple Shampoo on Curly Hair?
Something people often ask me is whether you can use purple shampoo on curly hair types. Given that they tend to lack that all-important nourishment, washing curly hair with purple shampoo can be tricky at best and seem almost impossible at worst. Although more hydrating and nourishing formulas do exist, if you're used to using co-washes or have hair that really craves a more buttery formula, there are workarounds.
Instead of battling wash day with a purple shampoo, I recommend investing in purple toning drops. These clever drops can be used alongside your tried-and-tested nourishing shampoo formulas so that you can still use the products best suited to your specific hair type. Shop our edit of purple toning drops and other nourishing toning treatments below.
Shop the Best Purple Toning Drops
This product has been designed for colour-treated curls, and is so easy to use. Simply add two to three drops to your shampoo or conditioner and watch the indigo hues wash away any orange or yellow tones in your hair.
Similar to the product above, these Paul Mitchell Toning Drops can be mixed in to your shampoo or conditioner (or other styling products) in order to minimise any dryness caused by regular purple shampoo.
The formula contains concentrated purple pigments to keep any brassy tones at bay and brighten your blonde hair in between salon appointments.
A great affordable option from Charles Worthington, these purple toning drops allow you to have full control over your desired result. Simply add your chosen amount to your hair product of choice and watch it transform into a custom toner.
If you're looking for a nourishing hair product to keep brassiness at bay, look no further. Yep, L'Oréal Paris has created an anti-brassiness hair oil that acts as a leave-in treatment to nourish hair while neutralising yellow tones.
That's right, Moroccanoil has brought out a purple version of its popular hair treatment specifically designed for blonde hair. Enriched with argan oil, this nourishing formula smooths, detangles and brightens hair, all while keeping yellow tones at bay.
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